Value proposition Canvas applied on Mango clothing

Hi everyone,

Such a busy week i’ve gone through, and i still have to finish up the term assignment at Friday night!!! but the good thing is i’ve just booked the flight back to Ireland in Xmas on 14/12, im so excited to think about it, only a month and a half left for me to go home and spend time my my little boy ❤

But before i can enjoy my 1 month off from school in Xmas, still i have loads of school stuff needed to be fulfilled. As i said, i’m working on the term assignment about brand building, and below is some notes about value proposition canvas which i use to identify the value proposition of Mango, the Spanish fashion clothing brand, and it’s the case company i chose for my assignment. I hope this piece of information may come handy for someone as a reference. Enjoy 🙂

Value proposition canvas allows the company to have insights into its brand and product’s value proposition for each customer segment. In this section, MANGO will be used as a case company to illustrate how to apply value proposition canvas in practice. Steps to set up the canvas are marked as numbers from (1) to (6) and will be explained in details as below:

(1)     Customer jobs:
MANGO’s target customers try to get the following jobs done:

• Functional jobs: to solve the basic needs which are clothing, keeping warmth in the winter, etc.
• Social jobs: to own urban looks, cool, fashion-conscious, and gain higher social status in the public eyes.
• Emotional jobs: To feel comfortable, safe and to be proud that purchasing MANGO product is a wise investment on clothing.

Some MANGO’s customers can be act in other role other than just an ordinary buyer, for instance, they could be a fashion blogger whose jobs are to update latest fashion trends, predict incoming trends, write about fashion related articles, etc. In this case, the job that a fashion blogger want to get it done with MANGO clothing products is to inspire her to come up with new cool fashion ideas, as well as allow her to dress herself according to the on-trend fashion as part of her actual job.

(2)     Pains:
After identify what specific tasks that the target customers want to get done, this section will list negative emotions, undesired costs and situations, risks that the customers could experience before, during or after getting their jobs done.

The following lists are common negative experiences that MANGO’s target customers may have:

• High costs for high quality clothes with cool designs.
• Feel time-wasting and insecure when shopping online for clothes.
• Clothes with affordable prices can go out-of-fashion in a short time and can’t allow them to express themselves in public (e.g. social status, fashionable, urban looking, etc.)

(3)     Gains:
This part describes the benefits that the target customers expect, desire or would be surprised by. In the case of MANGO, these gains would be:

• Better chance to access high quality and on-trend fashion clothes with reasonable prices.
• Able to shop for clothes online without any hassle or insecurity
• Able to be informed amazing deals at special occasions throughout the year.
• Looking cool and confident with clothes they are wearing.
• Hassle-free when it comes to refund or exchange policies.

(4)     Products/Services offered by the company:
MANGO offers high quality and well-designed clothes at reasonable prices for young and urban women all over the world. “Amazing fashion. Amazing prices” is what the company aims to emphasise in the mind of its target customers.

(5)     Pain relievers:
This part will describe how MANGO products eliminate the customer pains.

Customer pains	Pains relievers
High costs for high quality clothes with cool designs.	MANGO offers good quality clothes in accordance with the latest fashion trends and at affordable prices.
Time-wasting and insecure when shopping online for clothes	At MANGO’s online store, clothes and accessories are all visualised which allows the visitors to have a closer look at a certain piece of clothes they want to purchase. The payment methods at MANGO online stores also appeal to be trusted with the Norton’s online trading fraud protection.
Clothes with affordable prices can go out-of-fashion in a short time and can’t let them to express themselves in public (e.g. social status, fashionable, urban looking, etc.)	MANGO clothes are made in the way that they allow users to free up their creativity, which means the users can easily mix up the clothes to create another new and fresher looks for themselves at any time.

(6)     Gain creators:

MANGO is able to help customers create their gains by the following incentives:

Customers’ expected gains	Gain creators
Better chance to access high quality and on-trend fashion clothes with reasonable prices.	MANGO currently has a total of 2,415 stores in 107 countries worldwide and plans to carry on store expansion in cities of the stature of Tokyo, Beijing, Erlangen or Verona.
Able to shop for clothes online without any hassle or insecurity	Shopping at MANGO’s online store cannot be handy anymore thanks to the visualised site features applied to every single piece of clothes and accessories, which save the browsing time for the visitors. The he payment methods at MANGO online stores can be absolutely trusted with the Norton’s online trading fraud protection and discrete private information.
Able to be informed with amazing deals at special occasions throughout the year.	Every month, registered customers at MANGO’s online stores can receive emails about sales alerts, or any amazing deals at MANGO stores. So as long as they check emails regularly. They won’t miss any good deals from MANGO.
Looking cool and confident with clothes they are wearing.	MANGO’s designs are associated with latest fashion trends inspired from famous fashion guru and designers. Also MANGO clothes are carefully tailored according standard female sizes which can be worn by women whether they are Asians or European nationalities.
Hassle-free when it comes to refund or exchange policies.	MANGO allows customers up to 30 days to exchange unwanted clothes since purchase, and 14 days for refunds. The process is time-saving which normally takes 2-3 business to solve the issues.